Dark mode — a capability that allows the consumer to switch to dark mode on their devices at night or any other time — is catching on in the email channel, judging by Email At Night, a study by Pathwire and Ascend2.
Of the marketers polled, 44% at least consider dark mode during email production, 11% always consider it and 33% consider it some of the time. Another 28% aren’t doing this yet, but have plans to. And 28% have no such plans.
B2C brands are more likely to design emails for dark mode:
So are (those with 50 to 500 staffers): 63% optimize for dark mode, with 16% who always do so.
Enterprise firms (those with 500 or more employees) are almost as likely: 55% optimize email for dark mode, 14% all of the time. And 27% have plans to start.
Only 23% of SMBs now follow suit, with 6% who do so always and 23% planning to. The remainder do not plan to.
The biggest challenges are:
Of course, the obstacles vary with the size and resources of the company. The top three enterprise challenges are:
The top-three mid-market issues vary slightly;
SMBs have another set of problems:
But here is the key marketing question: do brands test or preview emails in dark mode prior to launching a campaign?
For 36%, the answer is yes — always. Another 23% test some of the time, and 20% have not started yet but have plans to. And 21% answer with a flat no.
However, 62% of those who design dark mode emails always test before sending, and 33% do so some of the time. A mere 5% do not.
Ascend2 surveyed 120 marketers in August 2021. Of that sample, 15% were B2B, 65% B2C and 20% an equal mixture of both. In addition, 18% were from firms with more than 500 employees, 38% from companies with 50 to 500 and 44% from small businesses with fewer than 50.