6 Darkish Mode Electronic mail Finest Practices for Ecommerce Sellers


Again within the day, darkish was the one possibility for pc interfaces.

Dark Terminal Email Dark Mode Best PracticesPicture supply

Technological strides paved the best way for a world of shiny and breezy design, resulting in the predominance of white backgrounds that we nonetheless see on web sites and in apps to today.

However consumer preferences evolve over time, and it appears black is again

In 2020, lower than one-third of MacOS, iOS, and Outlook for Mac customers have been utilizing darkish mode e-mail. By the top of 2022, that proportion had surged to 2 in 5.

Electronic mail entrepreneurs have needed to sit up and take discover of this rising development. In line with one examine, 44 % of entrepreneurs already think about darkish mode in the course of the e-mail manufacturing course of, whereas 28 % intend to begin sooner or later.

Planning to hitch the e-mail darkish mode social gathering? You’re in the correct place, as a result of on this article I’m going to elucidate:


What Is Electronic mail Darkish Mode?

Darkish mode flips the colour palette in your machine — usually inverting white backgrounds with black textual content to black backgrounds with white textual content. 

Dark Mode vs Light Mode Email Dark Mode Best PracticesPicture supply

Android and iOS launched their darkish settings (Darkish Theme and Darkish Mode, respectively) in 2019, prompting just about each main app — together with Gmail, Fb, and Microsoft Workplace — to observe swimsuit.

(Some) e-mail shoppers do the entire “darkish mode” factor mechanically by checking whether or not a textual content or background shade is outlined, focusing on the related CSS properties and HTML attributes, and making them lighter or darker as required.

Nonetheless, observe the phrase “some”.

Not all e-mail shoppers at present supply darkish mode as a setting that may both be: 

  • Manually managed by the consumer
  • Mechanically triggered based mostly on the consumer’s chosen shade scheme

Which Purchasers Assist Darkish Mode Electronic mail?

At time of writing, the next shoppers present some kind of e-mail darkish mode:

Cellular Apps Desktop Purchasers Internet Purchasers
  • iPhone Mail
  • iPad Mail
  • Gmail App (Android)
  • Gmail App (iOS)
  • Outlook App (Android)
  • Apple Mail
  • Outlook 2021 (Mac OS)
  • Outlook 2021 (Home windows)
  • Office365 (MacOS)
  • Office365 (Home windows)
  • Home windows Mail


You possible seen a evident omission from that record: Gmail’s internet shopper.

Technically, the Gmail internet app does supply a darkish theme. However it’s not a “true” e-mail darkish mode, as a result of it doesn’t truly alter the looks of your emails. Which means if you open a message, the background retains the standard white shade, which seems… fairly unhealthy.

How GMail Renders Dark Mode Email Dark Mode Best PracticesThe identical applies to varied different shoppers, together with AOL and Yahoo Mail.

Why Is Darkish Mode Electronic mail Necessary?

Darkish mode e-mail is vital for entrepreneurs for one easy purpose: a big chunk of your viewers loves darkish mode.

Of two,500+ votes solid in an Android Authority ballot, 81.9 % mentioned they use darkish mode as a lot as they’ll — in apps, on their telephones, and elsewhere. An additional 9.9 % flick between gentle and darkish modes, whereas simply 8.2 % don’t use darkish mode in any respect.

Percentage of Customers who Prefer Dark Mode Email Dark Mode Best PracticesHowever maybe a greater query is why do folks like darkish mode?

There are a pair completely different solutions to that query.

First off, it improves accessibility, with Nielsen Norman Group concluding that individuals with cataracts and associated issues might even see improved visible efficiency from darkish mode — and that long-term gentle mode utilization could also be related to myopia.

It additionally helps our cellphone batteries. Researchers at Purdue College discovered that switching from gentle to darkish mode at 100% display screen brightness saves, on common, 39 – 47 % battery energy

(Nonetheless, it’s value noting that most individuals merely use their cellphone’s auto-brightness setting, which generally retains screens at round 30 – 40 % brightness. At these ranges, the battery financial savings quantity to only 3 – 9 %, which is simply too small for many customers to note.)

Lastly, and maybe most significantly, darkish mode simply seems neat. Visible design tendencies come and go, and in the intervening time it appears many people simply favor the aesthetics of darkish mode.

Chances are high this development will move. 

However, for now, darkish mode is just too widespread to disregard.

Easy methods to Design Emails for Darkish Mode: 6 Finest Practices

Okay, so we’ve established that lots of people in your advertising and marketing record in all probability like e-mail darkish mode, and that almost all of entrepreneurs are both already designing darkish mode emails (or planning to begin quickly).

To be clear, this isn’t about growing your design group’s workload.

Nobody’s suggesting you design one e-mail for darkish mode die-hards and one other for gentle mode lovers. However should you don’t take the time to think about how your emails will show throughout each gentle and darkish themes, you danger sending a bunch of inaccessible or simply downright ugly emails. 

In fact, one answer is to solely ever ship plain textual content emails. That method, you don’t have to fret about darkish mode in any respect — recipients will both see black textual content in opposition to a white background, or white textual content on a black background. Easy!

However stripping all of the design components out of your e-mail makes it far tougher to have interaction readers and construct your model (and neglect about showcasing your merchandise). So it’s not often the correct selection for ecommerce entrepreneurs.

As an alternative, observe these finest practices to design darkish mode emails that your subscribers can be positively itching to open, learn, and click on via.

1. Optimize Your Model Emblem

One of many largest points with designing for darkish mode is the affect in your brand.

Most manufacturers add logos to their emails as PNGs, as a result of they’re clear, making them simpler to design round. Consequently, they usually use darkish logos, which show clearly in opposition to a light-weight mode background.

But when the recipient is utilizing darkish mode, your clear, darkish brand will mix into the background. Which seems horrible.

Dark Logo Email Dark ModeLight Logo Email Dark ModeFor that purpose, you must optimize your brand by including a translucent define round it, guaranteeing it’ll show appropriately — even in shoppers with extra restricted like darkish mode customization.

2. Change JPGs for PNGs

Positive, JPGs take up much less house than PNGs, which helps your emails load quicker.

However JPGs with white backgrounds keep simply as they’re, leaving you with a hideous white field surrounding your photos when considered in darkish mode. Not good.

As a common rule, persist with PNGs when designing darkish mode emails, as a result of they:

  • Look extra outlined
  • Are larger high quality
  • Assist transparency

Using PNGs Email Dark Mode

3. Improve Padding Round Non-Clear Photographs

Possibly there are occasions the place you’ve bought no selection however to incorporate non-transparent photos in your emails. For example, not all internet browsers assist PNGs, that means there’s a better likelihood your photos gained’t be seen in any respect. Which is clearly a nasty factor.

In that case, ensure that so as to add correct padding across the cropped space of all non-transparent photos to create the smoothest doable transition between the white picture background and the darkish mode e-mail background. 

It gained’t look good, however at the least your photos can be completely seen, which is healthier than nothing.

4. Replace Particular person Electronic mail Components

Logos and pictures are vital, however they’re not the solely components to contemplate when designing emails for darkish mode. You must also assessment design components like icons and CTA buttons — as a result of what seems good in gentle mode won’t survive the transition to the darkish facet.

One frequent challenge is saturation. Colours which are too saturated look fairly harsh in darkish mode, so that you would possibly think about switching to a extra muted shade palette. 

Even when it’s much less eye-catching, it’ll look good whether or not considered in gentle or darkish mode.

5. Use Fewer Colours

Merely put, the extra colours you add to your emails, the extra variations can be utilized when switching from gentle to darkish mode (and vice versa).

And the extra modifications which are happening, the better the possibility that you simply’ll miss one thing, heightening the chance of sending aesthetically unappealing emails. And nobody needs that.

Attempt to persist with a fundamental shade palette. Not solely does it make your life simpler when designing for e-mail darkish mode, however it’ll additionally assist maintain your branding easier, extra constant, and extra memorable.

6. Take a look at Darkish Mode Electronic mail Look

If I might solely offer you one tip for designing darkish mode emails, it’d be this: take a look at, take a look at, and take a look at some extra.

Amongst e-mail entrepreneurs who design with darkish mode in thoughts at the least among the time, 62 % say they all the time preview or take a look at emails previous to sending. Positive, testing takes time, however there’s no higher option to weed out design points earlier than your emails land in hundreds of shoppers’ inboxes.

Handbook testing is comparatively easy, if just a little labor-intensive, as a result of it requires sending take a look at emails to darkish mode-enabled gadgets or e-mail accounts.

One simple method to do that is to create a free Outlook.com deal with, swap it to darkish mode, and ship all of your emails to it earlier than sharing together with your advertising and marketing record.

In case your e-mail shows as supposed, congratulations — you may return and hit ship in your marketing campaign. If not, repair the problems and ship one other take a look at e-mail to verify the whole lot works second time round.

Design Stunning Emails With Drip

Gentle mode, darkish mode, minimalism, flat illustration… Design tendencies come and go. What’s most vital is that you simply constantly create lovely emails, regardless of the e-mail shopper or the present “huge factor” in design.

Drip can assist.

Our intuitive point-and-click editor makes it tremendous easy to construct beautiful, on-brand emails incorporating top-selling merchandise and dynamic components (like cart URLs). 

And should you’re ever in need of inspiration, you may browse our library of fifty+ professionally designed e-mail templates — then customise every facet to suit your model.


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