Why You Should Optimize Emails For Dark Mode (And How To Do It)

The world is going dark, literally. A recent study reveals that 73% of consumers prefer a darker digital experience. This means fewer blue hues, brighter whites, and more accessible interfaces.

Camille Gilleron

24 November 2022

Omni-Channel Marketing Campaign

4 min

The world is going dark, literally. A recent study reveals that 73% of consumers prefer a darker digital experience. This means fewer blue hues, brighter whites, and more accessible interfaces.

What is Dark Mode?

Dark mode is a feature that allows a user to switch the interface of an application from its normal white background to a darker color palette that appears black. This mode is especially popular for nighttime use as it reduces the amount of blue light that the screen emits, which can disrupt sleep patterns. Email marketers have taken notice of this trend and are now developing new strategies with dark mode in mind. With more than 50% of emails being opened on mobile devices, it’s important to consider the visual elements that contribute to the user experience.

ISPs are using dark mode.

Most inbox service provider (ISPs) offers dark mode settings to their customers nowadays. This has been noticed in the email marketing community. According to a Pathwire and Ascend2 survey from 2021, 44% of email marketers think about dark mode when creating emails.

Dark mode alters how your email appears.

Dark mode alters how your email will appear, and with that, the whole user experience you were trying to create will be impacted.

When an email is in dark mode, the background and font colors are switched to light on dark. This all occurs automatically and is subject to change between ISPs.

How to optimize email for Dark Mode

1. Prefer images with transparent background

Images with colored backgrounds could be challenging to view in dark mode. To ensure that all of your images are properly displayed, use transparent backgrounds.

2. Make sure your logo and social media icons are visible

Add a white outline around your brand’s logo or social media icons if they use dark colors, to make them easier to read. Users won’t notice the white border in light mode, but they will be able to view your logo and social media icons in dark mode.

3. Use text if you’re unsure

Use text rather than images to make sure your message is clear in dark mode. This will enhance your deliverability and accessibility in addition to improving how things render in dark mode.

4. Test your email before sending it

A great first step is testing your emails before sending them out. With our Inbox Preview tool, you can preview how emails will look in different mailboxes including dark mode.

Looking for a partner ? Get in touch with our team : Let’s talk.

Find out how your company can benefit from Dialog Insight.

Read also

Security and conformity

Tracking Pixels in Emails: An Ethical Solution Exists

The CNIL seeks to regulate the use of tracking pixels in emails. Between legal obligations, marketing lobbying, and technical solutions like Dialog Insight, find out how to reconcile compliance, performance, and privacy.

Explicit Data vs. Implicit Data in Digital Marketing: How to Use Both to Boost Customer Experience

Customer data falls into two main categories: explicit data, voluntarily provided by the user, and implicit data, inferred from their behaviors. Understanding their complementary roles and knowing how to leverage them together makes it possible to personalize the experience, optimize marketing campaigns, and strengthen customer loyalty.

Email Marketing vs. SMS Marketing: Which One to Choose?

Email marketing or SMS marketing: Which is more effective to reach your customers? Discover the advantages, limitations, and uses of each channel, along with best practices to combine them and maximize your conversions.

Data collection and progressive profiling: a winning recipe!

In this era of “BIG DATA”, it's essential to use the data smartly if you want to reach your customers and prospects effectively.

The ABC of dynamic content

Today’s consumers and customers expect you to know their interests; they expect to receive personalized offers. These expectations can be met thanks to dynamic content!

Bigger Impact with Better Personalization

It is nowadays common to receive a personalized message with our name on it. The problem with everyone using this technique is that it becomes very redundant for consumers.