What is Dark Mode Email Design?
Dark Mode Email Design refers to formatting and styling emails so they display correctly and look visually appealing when viewed in dark mode on devices or email clients like Apple Mail, Outlook, Gmail, and more.
As more users switch to dark mode for its aesthetic, accessibility, and energy-saving benefits, designing emails with this in mind is now essential—not optional.
Why Dark Mode Email Design Matters
Here’s why you can’t afford to ignore dark mode:
-
60%+ of users prefer dark mode: According to Litmus and Campaign Monitor, dark mode adoption is growing rapidly, especially on mobile.
-
Brand consistency: Your brand colours, logos, and messaging should remain clear and engaging—regardless of display mode.
-
Accessibility: Some users rely on dark mode due to light sensitivity or visual strain.
-
Avoid broken layouts: Unoptimised emails may appear distorted, with invisible text or vanishing logos.
💡 Dark Mode Email Design ensures your emails always look great, no matter how your audience reads them.
Top Tips for Dark Mode Optimisation
1. Use Transparent PNGs or Backgrounds
If your logo is dark, it might disappear in dark mode. To fix this:
-
Add a white stroke or light background behind logos
-
Use transparent PNGs with contrasting backgrounds
-
Avoid black-on-black visuals
2. Use Background Colours Wisely
Background images help preserve contrast, especially behind text and logos. Set background colours explicitly using inline styles like:
<td style="background-color: #ffffff;">This prevents email clients from automatically inverting colours.
3. Send a Test Email to Yourself
Before launching, always:
-
Send test emails to yourself
-
Open them in multiple clients (Gmail, Apple Mail, Outlook, etc.)
-
Check both light and dark modes
Tools like Litmus and Email on Acid are also helpful for previewing across devices.
4. Use Dark Mode-Friendly Fonts and Icons
-
Use web-safe fonts with enough weight and contrast
-
Avoid images with baked-in light backgrounds unless tested
-
Use SVGs with defined colours to prevent automatic inversion
5. Explicitly Define Colours
Don’t assume defaults. Set:
-
Background colour
-
Font colour
-
Link colour
-
CTA button colour
This reduces the risk of email clients overriding your design.
Testing Your Emails in Dark Mode
How to do it effectively:
-
Manual testing: Enable dark mode on iOS Mail, Apple Mail, Gmail, and Outlook and check results.
-
Automated tools: Platforms like Klaviyo, Litmus, or Email on Acid can help preview across environments.
-
Mobile-first approach: Given mobile usage trends, always prioritise mobile appearance.
🛠️ Tools like Klaviyo’s Email Previewer and Stripo’s dark mode tips are helpful allies.
Common Pitfalls to Avoid
Even experienced marketers fall into these traps:
-
Relying on default colours: Many email clients invert colours automatically in dark mode.
-
Using only black logos: These become invisible without a contrasting background.
-
Neglecting testing: What looks good in light mode can be unreadable in dark mode.
-
Using background images without backup colours: Always set fallback colours for accessibility.
Final Thoughts
Dark Mode Email Design isn’t a nice-to-have—it’s a must-have. With user preference shifting rapidly toward dark mode and devices prioritising user display settings, it’s time to take your email design seriously.
Email clients don’t all treat dark mode the same way, so thoughtful design and rigorous testing are key. Don’t let your brand vanish into the shadows.
CTA: Make Your Emails Dark Mode-Ready
🎯 Want to ensure your campaigns are flawless in any inbox?
👉 Check your emails in dark mode before every send
👉 Use image backgrounds to protect your logo visibility
👉 Test across platforms using tools like Klaviyo or Litmus
Need help with Klaviyo email design? Explore our guide to email design best practices or contact a specialist.
Curious how to craft a high-converting email template? Click here to see what really works.
