How to Optimize Marketing Emails for Dark Mode Users

Why Dark Mode is Important for Marketing Emails

Dark mode is becoming more and more popular. Many users prefer it, whether for its ease on the eyes or simply because it looks cool. As a result, marketing emails need to be optimized for this growing audience. Otherwise, your emails could end up looking broken, hard to read, or just plain unappealing.

If you want your emails to stand out and be user-friendly for everyone, you’ll need to consider how your email looks in dark mode. Let’s talk about how you can make that happen.

1. Understand How Dark Mode Works

Before diving into adjustments, it helps to know how dark mode actually works. In dark mode, most of the background turns dark (usually black or dark gray), and text shifts to a light color for readability. This creates high contrast and reduces strain on the eyes, especially in low-light conditions.

Emails that aren’t designed with dark mode in mind can look strange. For example, light-colored text on a light background can become unreadable, and images with transparent backgrounds might show up with odd color tints.

2. Use Solid Backgrounds Instead of Images

Images in emails can look great when they’re designed for light mode, but they can cause problems in dark mode. Transparent images or background images with lots of lighter colors can become difficult to see or end up blending into the dark background.

Instead of using images as backgrounds, stick with solid colors. Pick a color that matches your brand and is easy to read against. Ensure the text stands out clearly and doesn’t clash with the background. For example, if you’re using a dark background, light text (like white or light gray) works best.

3. Avoid Transparent Backgrounds in Images

If you rely on images with transparent backgrounds, dark mode can mess with the visuals. When transparent areas turn black or dark gray, the image may lose its intended look. You might end up with an image that appears off-color or hard to interpret.

To avoid this, use images that have a solid background color. If you must use transparent images, make sure they’re designed with dark mode in mind, or consider using solid background images that look good across both modes.

4. Test Text Colors for Readability

Color contrast is key in both light and dark modes. If you have dark text on a light background, it usually reads fine. But when the background goes dark, that same dark text might blend in and be hard to see.

To prevent this, make sure your text color provides enough contrast. Light text colors like white, light gray, or pastel shades often work best on dark backgrounds. Conversely, if you’re using a light background, dark text colors like black or deep gray ensure good visibility.

A good rule of thumb is to use a contrast checker. This tool helps you see if your text is readable and accessible in both dark and light modes.

5. Use CSS Media Queries for Dark Mode

CSS media queries allow you to define different styles based on the environment the email is being viewed in, including whether it’s light or dark mode. By using media queries, you can automatically adjust your design elements to fit the user’s preference.

For example, you can adjust text colors, background colors, and image visibility depending on the mode. Here’s a basic example of how to use a media query for dark mode:

@media (prefers-color-scheme: dark) {
    body {
        background-color: #121212;
        color: #ffffff;
    }
}

This code ensures that if a user has dark mode enabled, the background turns dark, and the text stays white.

6. Test Your Email Across Multiple Devices

Dark mode settings can vary across different email clients and devices. Just because your email looks great in one app or device doesn’t mean it will look the same everywhere. For example, Gmail on Android might render dark mode differently than Apple Mail on an iPhone.

Make sure you test your email on as many platforms as possible. Many email marketing platforms have built-in previews that simulate different devices and dark mode views. Use these tools to double-check that your email looks good across the board.

7. Pay Attention to Button Styles

Buttons are a crucial part of most marketing emails. They should stand out, be easy to click, and be visually consistent across devices and modes.

In dark mode, buttons that rely on light text and dark backgrounds often perform well. However, ensure that the color contrast is strong enough so that the text is easy to read. Also, use borders or shadows to give buttons more definition against dark backgrounds, as this can help them stand out more clearly.

8. Choose Images Carefully

When it comes to dark mode, not all images are created equal. Some images, especially those with light or transparent backgrounds, may look off when viewed in dark mode. Here are a few tips for optimizing images:

• Use images with a solid background that complements your email’s overall design.
• Avoid images with too much white space, as they can blend with dark backgrounds.
• Ensure any product images or icons are clearly visible by adjusting their contrast.

9. Don’t Overdo the Dark Mode Design

Dark mode doesn’t mean your entire email should be dark. It’s about balance. Overloading the design with dark backgrounds can make your email feel heavy and harder to digest.

Instead, use a mix of dark and light elements. For example, you might want to keep the main background dark, but use light-colored blocks or sections to highlight key information. This balance helps guide the reader’s eye and keeps the email from feeling too intense.

10. Focus on Accessibility

Accessibility should be a priority no matter what mode your emails are viewed in. Make sure to design your emails with people who have visual impairments in mind. High contrast is especially important in dark mode. Be mindful of font size, color choices, and readability.

It’s also good practice to use alt text for images, as some users may have images disabled, and screen readers rely on this text to convey important details.

11. Create an Email that Adapts to Light and Dark Mode

Ultimately, the goal is to create an email that adapts well to both light and dark modes. By carefully choosing background colors, text colors, images, and buttons, you can ensure that your email looks good no matter how it’s viewed.

As email clients and devices continue to evolve, it’s crucial to stay up to date with the latest changes to dark mode and email design standards. Keeping things simple, accessible, and adaptable will help your emails reach the widest possible audience.

12. Analyze the Results

Once you’ve optimized your emails for dark mode, it’s time to analyze how well your design is performing. Look at open rates, click-through rates, and user feedback to see if there are any issues. If you notice that certain design elements aren’t performing well, adjust accordingly.

Dark mode optimization is not a one-time effort. It’s something you’ll want to refine over time as you gather more data and learn what works best for your audience.

Wrapping Up

Dark mode is no longer a trend—it’s becoming the default for many users. Optimizing your marketing emails for dark mode is essential for ensuring they look great and are easy to read. By using solid backgrounds, adjusting text for contrast, testing across multiple devices, and paying attention to accessibility, you can create an email experience that works seamlessly in both light and dark modes.

Take the time to design with dark mode in mind, and your emails will be ready to shine no matter how your audience chooses to view them.