The metric you’re ignoring (but shouldn’t be)

Also: 20 ways to tank your email marketing.

Hey there, and welcome back to Marketing Qualified. Let’s jump into it!

• The metric you’re ignoring (but shouldn’t be).?Why you should be optimizing for ‘saves’ on social media.
• 20 ways to tank your email marketing.Follow these easy steps to sabotage yourself!

???The metric you’re ignoring (but shouldn’t be).

Likes are fun. Comments are great. Shares are nice. But if you want to know whether your social media content truly resonates with your audience, there’s another metric you should be paying attention to.

One that’s?a powerful signal of content quality.

You should be measuring…Saves.

Saves (sometimes called bookmarks) are a sign that your content resonated so much with your audience that they wanted to revisit it later.

Think about it: likes are impulsive, and shares are situational. But saves??Saves mean your content has lasting value.

People save content because they think,?“I need this. Just… not right now.”?That’s the kind of trust and value marketers dream of.

Why saves matter (especially in B2B).

Saves show that your content isn’t just a scroll stopper—it’s?sticky.

In B2B, where decisions are slower and involve multiple people, saved content is gold. It means your post is useful enough to come back to later.

The best part? Saves often correlate with trust and authority. People save content they think will help them solve a problem or provide insight in the future. That’s exactly the kind of engagement every marketer wants.

What makes content save-worthy?

If you want your posts to land in someone’s bookmarks, they need to do more than entertain. They need to serve.

Here’s what works:

#1 - Tutorials people will actually use.

Step-by-step guides, how-tos, and frameworks are perfect for generating saves.

Your audience may not act immediately, but when they’re ready, they’ll want to revisit your roadmap.

Example:?“How to Build a High-Converting Landing Page in Under an Hour (Step-by-Step)”

#2 - Data they’ll want to analyze later.

Share unique insights, benchmarks, trends, or research. Your audience might not have time to dig into it right then, but they’ll want to return for a closer look later.

Example:?“Email Open Rate Benchmarks for B2B [By Industry]”

#3 - Just-in-Case resources.

Checklists, templates, or tools that are valuable when the need arises. Think “emergency” content your audience will want to keep handy.

Example:?“The Ultimate GTM Campaign Checklist (Keep This for Your Next Launch)”

#4 - Content that inspires deep thought.

Big ideas, thought-provoking insights, or bold claims can also earn saves. It’s the stuff people want to ponder or share later.

Example:?“Why Your Marketing Budget Is Too Big (and What You Should Do Instead)”

How to make your content save-worthy.

Here are some quick ways to make your content irresistible to the save button:

Be specific

Tell your audience exactly why they’ll want to revisit your post. Adding a line like?“Bookmark this for your next budget meeting”?goes a long way.

Structure matters

Use bold headers, numbered steps, and short paragraphs to make your post scannable and easy to process.

Add context

Help readers know if it’s relevant to them.

Examples:

• “Perfect for SaaS companies building their 2025 roadmap”
• “Essential for marketing teams preparing Q1 campaign budgets.”
• “Perfect for small businesses looking to scale their paid ad strategy.”

Where you can track saves.

Good news: platforms like?Instagram, X, Facebook, and TikTok?let you track saves.

Bad news:?LinkedIn doesn’t.

And that’s a shame because saved content is incredibly valuable in the B2B space.

LinkedIn, if you’re listening, help us out!????

??? In the news this week.

?? X is rolling out?labels for parody accounts.

??? Walmart’s?new logo?is making the internet mad.

??? 12 winning?social media integration strategies.

??? Inside the?best experiential marketing stunt we’ve seen?in a while.

??? 28?AI marketing tools?to try.

???20 ways to tank your email marketing.

Want to sabotage your email marketing? Just follow these 20 “tips” and watch your strategy crash and burn:

1. Blast your entire list without segmentation. Everyone loves irrelevant emails.
2. Email so inconsistently that no one remembers who you are.
3. Wing it—who needs a strategy, anyway?
4. Skip setting up DMARC or DKIM. Deliverability is overrated.
5. Forget about a dedicated sending domain. What’s the worst that could happen—ending up in spam forever?”
6. Skip the CTA button. Confusion is key!
7. Send nothing but sales promos. Relationships? Never heard of them.
8. Make every email about?you. It’s what the people want.
9. Neglect automated flows—manual everything builds character.
10. Always send from a ‘no-reply’ address. Nothing says “we care” like telling people not to respond.
11. Add a subscription popup to your site? Nah, let’s stay invisible.
12. Forget follow-ups after purchases—your customers don’t need nurturing.
13. Use an inconsistent design template for that?authentic chaos?vibe.
14. Skip testimonials—social proof is for amateurs!
15. Ignore mobile optimization. Who cares if half your audience reads emails on their phone?
16. Overuse emojis in subject lines. Nothing says “value” like??????!
17. Avoid personalization. Everyone loves being called “Dear Customer.”
18. Use a confusing sender name. Mystery builds intrigue.
19. Skip A/B testing your subject lines. Guesswork is just as good as data.
20. Never remove inactive subscribers. Vanity metrics always trump actual results.

Do all this, and your email marketing won’t just fail—it’ll take your recurring revenue with it.

But let’s be real: you’re smarter than that. Right?

???Marketing meme of the week.