Dark mode is a standard feature across devices, operating systems, and email clients, yet many brands still neglect to optimize their emails. This oversight can result in poor user experiences, readability issues, and brand inconsistency—potentially harming engagement and deliverability. 

In this article, we’ll explore why so many marketers overlook dark mode, the consequences of doing so, and actionable steps to ensure your emails look great no matter how your subscribers view them.

Why Are Marketers Ignoring Dark Mode?

Despite dark mode’s increasing popularity, many marketers fail to consider it in their email designs. Several factors contribute to this oversight:

Lack of Awareness

Many email marketers aren’t aware of the impact dark mode can have on their emails. Since they typically design emails in a well-lit environment, they might not test how their messages appear in darker themes.

Email Client Variability

Dark mode rendering varies across different email clients and devices. Unlike websites, which marketers can control more easily, emails rely on how each client interprets and applies dark mode. This inconsistency can make it challenging to develop a one-size-fits-all solution.

No Immediate Negative Feedback

Unlike broken links or unresponsive layouts, dark mode issues often don’t generate immediate complaints from subscribers. However, a poor dark mode experience can still impact engagement rates and brand perception over time.

Perceived Low Priority

With many factors to consider in email marketing—deliverability, personalization, automation, and compliance—dark mode optimization may seem a lower priority. However, as more users adopt dark mode, failing to optimize for it could mean missed engagement opportunities.

Consequences of Ignoring Dark Mode in Emails

Neglecting dark mode optimization can lead to several negative consequences, including:

Poor Readability

Emails not designed for dark mode can suffer from readability issues. Dark text on a dark background or bright white sections that clash with a dark theme can make emails difficult to read, leading to subscriber frustration and decreased engagement.

Brand Inconsistency

Dark mode can invert or alter colors unexpectedly, distorting brand identity. Logos, call-to-action buttons, and branded visuals may not display correctly, leading to a less polished and professional appearance.

Reduced Engagement and Conversions

If subscribers struggle to read or interact with your emails in dark mode, they may delete them, ignore them, or even unsubscribe. This can cause various email metrics to suffer and decrease your engagement over time.

Higher Spam Complaints

Frustrated users who can’t properly view your emails may mark them as spam, which can hurt your sender reputation and impact future email deliverability.

How to Optimize Your Emails for Dark Mode

To ensure your emails provide a seamless experience for all subscribers, follow these best practices for dark mode optimization:

1. Use Transparent Logos and Images

Logos and images with solid white backgrounds can appear jarring in dark mode. Instead, use transparent PNGs or SVG files to allow images to blend naturally into both light and dark backgrounds.

2. Test Font Colors for Readability

Avoid using pure black or white text, as they can cause eye strain in both modes. Instead, use slightly off-white text (#FAFAFA) for light mode and dark gray (#222222) for dark mode to improve readability.

3. Use Dark Mode-Compatible CSS

Use CSS media queries (e.g., @media (prefers-color-scheme: dark)) to specify dark mode-friendly styles. This allows you to define how your email should appear in light and dark themes.

4. Avoid Image-Based Text

Text within images may not adjust appropriately in dark mode, leading to readability issues. Instead, use HTML text whenever possible to ensure it adapts to different display settings.

5. Test Across Multiple Email Clients

Since different email clients handle dark mode differently, testing your emails in Gmail, Outlook, Apple Mail, and other major clients is crucial to ensure they display correctly.

6. Provide a Dark Mode-Friendly CTA

Ensure that CTA buttons are visible and maintain contrast in both light and dark modes. Using CSS-based buttons instead of image-based buttons can help prevent display issues.

7. Consider Alternative Background Colors

Instead of solid white backgrounds, opt for neutral shades like light gray (#F2F2F2) that adapt better to both modes.

8. Monitor Subscriber Preferences and Feedback

Pay attention to analytics and subscriber feedback. If you notice engagement drops among users using dark mode, it may be a sign to refine your email design approach further.

Dark mode is no longer a niche feature—it’s a mainstream preference marketers can’t ignore. By optimizing emails for dark mode, brands can enhance readability, maintain brand consistency, and improve engagement. As email clients evolve, embracing dark mode-friendly design will ensure your emails remain effective, accessible, and visually appealing for all subscribers.

Don’t wait for complaints or disengagement to act—start optimizing your emails for dark mode today!