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The Send — Business
The Send

The Send is the straightforward show for business owners who want to turn their email marketing into a real growth engine.

Here’s what I’ve learned after years in the trenches: Your email list is either working hard for your business or it’s just sitting there. And honestly, most are just sitting there.

I share the lifecycle email strategies that actually turn one-time buyers into lifetime customers – the kind of practical advice that moves the needle without overwhelming you with complicated tactics.

Whether you’re running an ecommerce empire, building a law practice, or scaling any business that depends on repeat customers, this show gives you the step-by-step playbook to:

– Transform dead email lists into profit-generating machines
– Build automated sequences that sell while you sleep
– Create retention campaigns that turn customers into raving fans
– Master the psychology behind emails that actually get opened, read, and acted on

No theory. No overwhelm. Just proven systems that work in the real world.

Because at the end of the day, your business isn’t about having the biggest list – it’s about building the most valuable relationships with your customers.

Ready to make your emails work harder for you? Let’s dive in.

Latest Episodes:

AI Wrote 100 Subject Lines: What Beat Them All and What It Means for Email Sep 21, 2026

Show notes

What happens when AI writes 100 subject lines, and a simple four-word human subject line beats them all?

In this episode of The Send, Naomi shares an experiment where AI generated 100 abandoned cart subject lines in under a minute. She then wrote 10 herself and tested the strongest AI-generated options against the strongest human-written ones using real data.

The winner?

Did this arrive okay?

Naomi breaks down why that simple subject line outperformed the others by 34% and what the experiment reveals about the difference between technically competent content and genuinely human communication.

You'll learn:

Why AI can produce technically strong email copy but still miss the human insight
The psychology behind the winning subject line
How ambiguity, human tone, and accountability influenced the result
Where AI can genuinely improve your email workflow
Where human insight and experience still matter most
Why competent content is becoming less differentiated in the AI era
How to use AI as a tool without losing your own voice
A practical exercise for testing AI-generated and human-written subject lines

The future of email isn't about producing the most content with AI. It's about using AI to execute faster while keeping the human insight, trust, and point of view at the center.

Subscribe to The Send newsletter for more practical email marketing insights.

The Complete Psychology of Getting Emails Opened Sep 11, 2026

Show notes

What is a subject line actually for?

If you think its job is simply to describe what's inside an email, you're missing the bigger picture.

In this episode of The Send, Naomi goes deep into the psychology behind getting emails opened—and explains why a subject line has one primary job: making the person receiving it feel that the email is worth their time.

You'll learn how people actually process their inboxes, why marketing-looking subject lines are so easy to ignore, and the psychological mechanisms that can make a subject line stand out.

In this episode, you'll learn:

• What a subject line is actually designed to accomplish

• How people rapidly process and filter their inboxes

• Why most marketing emails trigger an automatic "ignore" response

• Why subject lines that sound like marketing often perform worse

• The psychological mechanisms that drive email opens

• How to use curiosity without crossing into clickbait

• The difference between creating genuine curiosity and simply trying to manipulate a click

• Which subject-line formulas tend to fail

• Why subject lines that feel personal can break through inbox fatigue

The Six Psychological Triggers

Naomi breaks down six distinct psychological mechanisms that can influence whether someone opens an email, starting with the Curiosity Gap—the space between what someone knows and what they want to know.

The episode explores how these psychological principles can be applied intentionally when writing subject lines, rather than relying on generic formulas or trying to make every subject line clever.

The Bigger Lesson

A great subject line isn't about being cute, clever, or overly branded.

It's about communicating enough value, relevance, or curiosity in the brief moment someone sees your email that they decide it's worth opening.

The Welcome Series: Why the First 10 Days Determine Everything Sep 05, 2026

Show notes

What happens in the first ten days after someone joins your email list? According to Naomi, that short window can determine whether a new subscriber becomes a customer, or simply forgets about your brand.

In this episode of The Send, Naomi breaks down the psychology behind the first ten days of a subscriber's journey and explains why this period represents one of the most important opportunities in email marketing.

You'll learn the five-email welcome series designed to turn a new subscriber into someone who knows you, trusts you, and has a reason to keep opening your emails.

In this episode, you'll learn:

• Why the first hours and days after subscription are a peak curiosity and attention window

• The psychology behind the first welcome email

• Why Email 1 should deliver immediate value instead of simply offering a discount

• How to use your real origin story to build trust

• Why specificity makes social proof more credible

• How giving away genuinely valuable information can prepare subscribers for an offer

• How to make an offer without creating unnecessary pressure

• The ideal timing for all five emails

• What to do when someone purchases during the welcome sequence

• Why subscriber-to-buyer conversion is more important than simply tracking open rates

The Five Emails

Email 1 — The Right Decision Confirmation

Deliver immediate, useful value and give the new subscriber a reason to open the next email.

Email 2 — The Real Origin Story

Tell the genuine story behind the business and create a human connection.

Email 3 — Social Proof That Actually Works

Use specific results, numbers, and real experiences to demonstrate credibility.

Email 4 — The Best Free Value You Can Give

Give away something genuinely useful, something valuable enough that people would normally pay for it.

Email 5 — The Offer Without Pressure

Make a clear offer while reinforcing that the relationship doesn't depend on whether the subscriber buys.

The episode also covers the recommended sequence:

Day 0 → Day 2 → Day 4 → Day 7 → Day 10

And the key metric to watch:

Subscriber-to-buyer conversion rate.

The episode explains why the goal isn't simply to get someone to open an email, it's to turn a new subscriber into a customer while building a relationship they want to continue.

Email Marketing Fundamentals: Why Strategy Comes Before Tactics Aug 18, 2026

Show notes

What can teaching 100 marketing courses teach you about email? More than you might expect.

Before becoming an email marketing practitioner, Naomi spent years teaching marketing, web development, design, digital advertising, and content creation at three different colleges. Across more than 100 courses, she learned something that continues to shape the way she approaches email today: the fundamentals never change.

In this episode of The Send, Naomi shares the lessons the classroom taught her about marketing, communication, strategy, and writing email that actually connects with people.

She explains why understanding the fundamentals matters more than chasing the latest platform or tactic, why businesses often make the same mistakes as students, and how teaching changed the way she thinks about clarity in email copy.

In this episode, you'll learn:

• Why the fundamentals of marketing matter more than constantly chasing new tactics

• Why understanding should come before execution

• The difference between activity and meaningful progress

• Why optimizing for measurable metrics isn't always the same as optimizing for what matters

• How teaching helped Naomi become a clearer email writer

• Why the best email copy sounds more like a smart friend than a brand

• What expertise is really for—and why helping people understand is more important than demonstrating what you know

Naomi's three lessons from watching students struggle:

1. Build with understanding before execution.

2. Don't confuse activity with progress.

3. Don't optimize for what can be measured at the expense of what actually matters.

At the heart of this episode is a simple idea: platforms change, tactics change, and algorithms change—but human psychology doesn't.

And that's exactly why the fundamentals of good communication continue to matter in email.

Subscribe to The Send Newsletter

Want more practical insights on email marketing, customer relationships, and the principles behind effective communication?

Subscribe to The Send newsletter.

The Abandoned Cart Email Most Brands Never Send Jul 31, 2026

Show notes

Hook

What if the biggest mistake in your abandoned cart strategy isn't that you're sending too few emails—but that you're sending the wrong one first?

In this episode of The Send, Naomi explains the psychology behind cart abandonment, why most brands lose revenue by leading with discounts, and the three-email sequence that consistently recovers more sales without sacrificing profit margins.

What You'll Learn

• Why cart abandonment is usually interruption—not rejection

• The costly mistake of offering discounts too early

• The perfect three-email abandoned cart sequence

• How to write calm, human emails that outperform high-pressure marketing

• When to introduce an incentive

• Which abandoned cart metrics actually matter

• How to increase recovery rates without training customers to wait for discounts

Episode Breakdown

✔ The Psychology of Cart Abandonment

✔ Why Discounts in Email #1 Hurt Revenue

✔ Email 1: The Calm Reminder

✔ Email 2: Education + Social Proof

✔ Email 3: The Genuine Offer

✔ Metrics Every Brand Should Track

Mentioned Topics

Abandoned Cart Emails
Email Marketing
Shopify
Klaviyo
Ecommerce
Customer Psychology
Email Automation
Conversion Optimization

About Naomi

Naomi is a Certified Klaviyo Partner with more than 20 years of experience in email and SMS marketing. Through The Send, she shares practical strategies that help ecommerce brands build stronger customer relationships and increase revenue through email marketing.

Call To Action

🎓 Want to write emails that convert?

Check out Naomi's Email Psychology Mini Course and learn the principles behind high-performing email marketing.

The 5 Email Flows Every Business Needs Before Sending Another Campaign. Jul 13, 2026

Show notes

Most businesses think email marketing is all about sending campaigns.

They're wrong.

In this episode of The Send, Naomi explains why the highest-performing email programs generate the majority of their revenue from automated flows, not promotional campaigns, and walks through the five essential automations every business should build before sending another email campaign.

What You'll Learn

• Why campaigns should never be your first priority

• How automated email flows generate most email revenue

• How to build a high-converting Welcome Series

• Why abandoned cart emails shouldn't start with discounts

• How post-purchase emails increase repeat customers

• When to use browse abandonment automation

• How win-back campaigns improve deliverability and customer retention

• The correct order to build every automation

The Five Flows Covered

✔ Welcome Series

✔ Abandoned Cart

✔ Post Purchase

✔ Browse Abandonment

✔ Win-Back Sequence

Mentioned In This Episode

Email Marketing
Klaviyo
Shopify
Email Automation
Welcome Series
Customer Retention
Lifecycle Marketing
Ecommerce Marketing

About the Host

Naomi is a Certified Klaviyo Partner with more than 20 years of experience in email and SMS marketing. She has managed email programs for millions of subscribers and helps businesses build profitable lifecycle marketing systems through strategic automation.

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Why Your Email List Is Your Most Valuable Marketing Asset (Especially in the Age of AI) Jun 30, 2026

Show notes

What would happen to your business if Instagram deleted your account tomorrow?

Most businesses spend years building audiences on platforms they don't own, while neglecting the one marketing asset that belongs entirely to them: their email list.

In this debut episode of The Send, Naomi explains why email remains the most valuable marketing channel available today—and why artificial intelligence is making genuine relationships with subscribers even more important.

In this episode you'll learn

• Why social media audiences are borrowed, not owned

• The difference between owned media and rented media

• Why email subscribers are often worth far more than social media followers

• How AI is changing marketing without replacing trust

• Why authentic email marketing will become even more valuable in the years ahead

• Simple steps to begin strengthening your email list today

Mentioned in this episode

Email marketing
AI in marketing
Customer relationships
Owned media
Email list growth
Marketing strategy

About the host

Naomi is a Certified Klaviyo Partner with more than 20 years of experience in email and SMS marketing. She has managed email programs for over 10 million subscribers, worked with leading direct-to-consumer brands, and taught marketing, web development, and design at the college level. Through The Send, she shares practical insights to help businesses build stronger customer relationships through email.

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If you enjoyed this episode, subscribe to The Send so you never miss future conversations about email marketing, customer retention, AI, and building marketing systems that last.

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