How Dark Mode Affects Email Design & What eCommerce Brands Should Do

Dark mode has taken over. Whether it's on mobile devices, desktops, or apps, more users than ever are switching to dark mode for a sleek, eye-friendly experience. But for eCommerce brands, dark mode presents unique challenges—and opportunities—when it comes to email marketing. If your emails aren’t optimized for dark mode, they might not look as intended, impacting readability, engagement, and conversions.

Here’s what you need to know about dark mode email design and how to ensure your emails look great no matter how subscribers view them.

Why Dark Mode Matters for Email Marketing

Dark mode inverts light colors into dark backgrounds and adjusts text colors accordingly. While it enhances readability for many users and reduces eye strain, it can also alter email designs in unexpected ways, including:

• Logo and Image Distortion: Transparent PNGs and dark-colored logos can disappear against dark backgrounds.

• Unreadable Text: Some ESPs (Email Service Providers) auto-adjust colors, leading to contrast issues.

• Inconsistent Rendering: Not all email clients support dark mode the same way, causing varying appearances across devices.

For eCommerce brands, this means poorly optimized emails can result in a frustrating experience for subscribers, leading to lower engagement and lost conversions.

How to Optimize Your Emails for Dark Mode

1. Use Transparent & Adaptive Logos

If your logo is dark-colored, it may blend into dark backgrounds. To fix this, create versions with light-colored outlines or use transparent PNGs with adaptable backgrounds.

2. Optimize Text & Background Colors

Stick to high-contrast color combinations that work in both light and dark modes. Instead of using absolute black (#000000) and pure white (#FFFFFF), opt for softer shades like off-white (#F5F5F5) and dark gray (#121212) for better readability.

3. Test Dark Mode Rendering in Multiple Email Clients

Not all ESPs handle dark mode the same way. Test your emails in different platforms like Gmail, Outlook, and Apple Mail to ensure they display correctly. Tools like Litmus or Email on Acid can help with this.

4. Use Dark Mode-Friendly Images

If you use images with white backgrounds, they may stand out awkwardly in dark mode. Consider adding padding around them or using transparent backgrounds.

5. Avoid Over-Reliance on Images for Important Text

Some email clients adjust image brightness or invert colors, so any crucial text should be live text rather than embedded in an image.

6. Add Dark Mode-Specific CSS

For brands that send HTML emails, custom CSS can help control how emails render in dark mode. Adding @media (prefers-color-scheme: dark) allows you to define styles specifically for dark mode.

Why Dark Mode Optimization Matters for eCommerce

With more consumers shopping through their mobile devices, ensuring emails look great in both light and dark modes is crucial. Poorly displayed emails can lead to higher bounce rates, decreased engagement, and lost revenue opportunities. Optimizing for dark mode ensures:

• Better User Experience: Subscribers enjoy a seamless viewing experience, making them more likely to engage.

• Higher Readability & Click-Through Rates: Well-designed emails encourage users to click and take action.

• Stronger Brand Perception: A polished, professional look builds trust and credibility with customers.

Final Thoughts

Dark mode isn’t going anywhere, and eCommerce brands need to adapt. By designing emails that look great in both light and dark modes, you can improve engagement, enhance readability, and ultimately drive more conversions.

At Milhook, we specialize in designing emails that look great everywhere—whether your customers prefer light mode or dark mode. Need help optimizing your email campaigns? Let’s chat!