Welcome to Vol. 51 of Email Advice in Your Inbox
It’s so good to have you here again.
In this week’s email, we’re dimming the lights on our emails and turning the spotlight on what they do in dark mode.
Seriously, dark mode is everywhere now. From phones to inboxes (and more than half of your readers are likely using it). But are your emails optimised for it?
Learn with us as we navigate our way through better emails that work in dark mode, along with tons of great finds, tools, knowledge and resources, found just for you.
I still see you when the lights get low, so let’s do this thing!
What have we found to expand your email knowledge today?
Here are a few of our favourite links from across the email world, carefully curated just for you:
We’re also constantly on the lookout for new resources, news, tools and links, so hit us up if you’ve got something valuable to feature!
An often forgotten part of your email design process
Today’s email was inspired by something we’ve been on a mission to get right since our first email - bloody dark mode and how it impacts these emails.
You spend time designing a slick-looking email, hit send with pride, and then later open it in dark mode… only to find your beautiful design has turned into a haunted house of invisible logos, ghostly grey text, and buttons that have somehow mysteriously vanished.
As email senders, we’ve likely all been there, haven’t we?
Dark mode isn’t just a “techie setting” anymore. It’s the default for a massive portion of your audience. And if you don’t give it some love, your emails could be leaving readers squinting, scrolling, or, worse yet, hitting the unsub button, folks.
And, if that’s not enough, certain apps like Gmail and Apple Mail often default to dark mode if your phone is set that way.
Not good.
So, let’s shed a little light on the subject and help you with a few pointers around what to look for when checking your emails for dark mode errors.
A few key dark mode elements to check in your emails
Watch your logo
White logos on transparent backgrounds disappear against white in light mode, but vanish into proverbial black holes in dark mode.
Always keep a version of your logo with a solid background or outline to make sure it stays visible.
Text colour vs background
Most editors default to black text on white. In dark mode, email clients often flip this (but not always consistently).
The result? Grey on grey that no one can read…
A quick fix? Stick with pure white (#FFFFFF) or pure black (#000000) for text. Email clients are more predictable with these.
And if you have a custom colour (like this blue we use), make sure it’s legible in dark mode too.
Images with built-in backgrounds
Those gorgeous graphics with white backgrounds? In dark mode, they sit awkwardly on a dark grey or black email, and if your image is grey or black, consider it a game of “Where’s Wally”, folks.
Test all of those transparent PNG backgrounds where possible. Or design with a background colour block behind the image so it blends neatly in both modes.
P.S. This counts for square vs. round edges! Apply a border radius, or make sure you save the image with a rounded edge, especially if the background is white (don’t feel too bad, we fall into this trap ALL THE TIME).
Link colours and buttons
Bright, custom-coloured links might look perfect on white too… but can become invisible on black.
The same goes for your buttons. Always check how your buttons look in both light and dark.
A simple outline or drop shadow can make all the difference.
Sneaky dark mode traps
A few you may not think of that will often trip you up:
Social icons: Black Facebook logos on black backgrounds? Yeah, those are gone.
Divider lines: Light grey lines can vanish - check these, folks.
Emojis: Some emojis invert strangely (oh, the irony of that sun icon turning into a black dot lol).
Sending image-only emails? A few email apps try to “help” by inverting colour (even in images). This can distort your carefully chosen design, especially gradients and photography.
At this point, dark mode feels like it’s been designed to separate good email senders from the best.
But we’re here to help you become the best, so here are a few things you can do to aid your cause.
Testing and checking your emails in dark mode
The good news is that there are a few neat resources we’ve helped you get this right.
Sure, you could just send yourself a test and toggle dark mode on your phone and laptop (that’s a solid first step). But if you want to make life easier, check these:
Mailmodo’s dark mode preview tool: Send over a test email and see how it behaves (a favourite of ours).
Email on Acid or Testi@: Paid platforms that simulate dozens of inboxes in both light and dark.
Drag-and-drop editor previews: Most editors have a “dark mode preview” toggle these days, so look for it.
There’s also this brilliant article by Email On Acid on how to master the art of dark mode for email that we highly recommend you read for more in-depth and technical fixes.
Remember: Don’t just check “does it look okay?”. Check logos, links, icons, and CTAs/ buttons specifically. That’s where most dark mode failures happen.
Lighting our way through the dark (mode)
There’s one more thing we’d like you to keep in mind: Dark mode considerations also help your email accessibility.
We spoke about this back in Volume 46, but it’s an obligation, not an option. If you aren’t even considering your average reader’s experience, we can bet you’ve neglected those with visual impairments.
A few small tweaks, a quick test, and you’ll look good no matter what side of the light switch they’re on.
Spend five minutes here, and you’ll avoid 500 sore eyes later.
Marketing ideas for marketers who hate boring
The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.
What did you want to be when you were growing up?
Funny that - Writing emails never featured on the list.
We also never thought that our inbox would rule our lives. The joke’s on us, right?
This gem by our friends from subjectline.com hit the mark this week.
P.S. Can you guess how many emails you’ve sent this year so far? By our account, we’re likely into the hundreds of thousands - and we’re not talking about these newsletters, which we actually enjoy writing.
Ready to apply today’s knowledge?
If you have any feedback or knowledge to share, click here! Oh, and please share this email with your friends and colleagues if you think they’ll find value over here.
Your feedback only makes us better.
Your friend in email,
Des 💌