Few things are as scrutinized as changes to the apps, software, and websites that we all use every day. “Where did that go? Why does it look like that? Now, why would they get rid of that?!” The frustration is understandable but in the past 2-3 years, there has been one major change to many of the most popular apps and websites out there, and it has just as many fervent fans as it does people who hate it, and probably just as many who aren’t even really aware of it—dark mode.
To be fair, most have probably at least heard of dark mode (or been asked by one of many Apple/Android prompts to, “Try it out!”) Unless you immediately prefer an intense palette switch, you might have just swept that notification to the side and moved on with your day…but, for some users, it’s become a must-have feature that affects most, if not all, of the media and communications that they receive.
What does that mean for you and your team? What does that mean for email marketers in general? Let’s turn the lights on dark mode and talk about it.
What Is “Dark Mode?”
The simplest reason is that your customers are used to enjoying the choice of dark vs. light mode and it’s quickly becoming an industry standard. Like all things tech, as the landscape changes, your company must adapt or get left behind—full stop. Being seen as inclusive and accessible is something that your company probably can’t afford to lose, especially in a world full of other options.
Outside of this explanation, there are objective reasons to consider dark mode1 as an option in your emails/communications, including but not limited to:
Better tone recognition – Studies show that on average, individuals are better able to detect tone/sense empathy when reading in dark mode.
Healthier screen viewing/use – Studies also show that reading long or complicated text in light mode could be related to developing (or worsening) myopia, a common vision problem connected to long-term screen use.
Less headaches—literally – For those suffering from migraines, dark mode could provide a much better viewing/reading experience.
It saves battery life – If you’re a busy person on the go, using dark mode while working remotely can save your battery and give you more working time, especially while multi-tasking or if you’re using an OLED device.
The Future of Dark Mode—And How To Use It
So, have I sold you on dark mode yet? If I have, you might still be asking yourself, “Ok, it’s great. I might even use it myself! But what does my team need to do about it?”
Fair enough, and to be honest, most companies without custom applications don’t have to think about this in the same way that Google, Twitter, or Reddit might have to. But, when it comes to emails, you should meet with your team to discuss or request additional design and development needs that come with implementing dark mode for your client communications.
Steps you should take could include:
- Editing images and elements for optimal display in both dark and light modes.
- Changing fonts for readability based upon the reader’s settings.
- Running client-facing polls to discover your readers’ preferences.
- Hiring a designer to optimize.
- Hiring a developer to troubleshoot.
Dark Mode FAQs
How many people actually use dark mode?
According to some major outlet surveys, as many as 80% of survey respondents claim to have used dark mode for at least (1) application.2
Which email clients support dark mode?
Apple Mail (Desktop & Mobile)
GMail (Mobile – Android / Apple)
Outlook (Mobile – Android / Apple > MacOS / PC)
Do I have to use dark mode all the time in order to use it?
No! Your phone/computer should have an “automatic” setting that will transition your screen from dark to light mode based on the clock.
If you still need help with dark mode, your emails, or just want some help getting together a new strategy (or executing that old one), schedule a call with us today!