Email is one of the most effective channels for brands to reach their audiences. But in 2025, effectiveness means more than just creative visuals or catchy subject lines—it also means accessibility. At Lunne, we know that a message only works if it can be read, understood, and experienced by the widest possible audience. For consumers who may struggle with detailed screens, low contrast, or platform differences, thoughtful email design isn’t just a nice-to-have—it’s essential.
Why accessibility matters
Accessibility is a reflection of how diverse audiences truly are. The consumers opening your emails vary in age, ability, and device preferences. Some rely on screen readers, others prefer dark mode, and many need higher-contrast visuals to clearly understand the content. As Josey Allen, email design specialist at Lunne, points out, “We’re not just designing for the ideal reader sitting at a perfect desktop screen. We’re designing for everyone—people on old phones, people using screen readers, people who might not see certain colors.”
When brands overlook accessibility, they risk alienating significant portions of their audience. That means fewer opens, fewer clicks, and fewer conversions. But more importantly, it means missed opportunities to connect with consumers in meaningful ways.
Dark mode design
One of the biggest shifts in recent years is the widespread adoption of dark mode across devices. More than half of mobile users now prefer to read in dark mode, and ignoring this setting can mean that text disappears or images become unreadable. Josey explains, “Dark mode is tricky because every app or platform renders it differently. You can’t guarantee how it will look everywhere, but you can plan for it. Outlining text, choosing colors with the right contrast, and testing across platforms are all part of how we design so nothing gets lost.”
By leading with dark mode considerations, Lunne ensures that important messages don’t fade into the background. In industries like health and finance, where accuracy and clarity are non-negotiable, this extra level of attention helps build trust and ensures critical information is delivered effectively.
ADA compliance in email
For our clients, ADA compliance isn’t just a box to check—it’s a priority. Our teams began receiving training more than seven years ago, and today it’s built into everything we do. From providing alt text for images to ensuring proper color contrast and avoiding flashing visuals, we design with inclusivity in mind. As Josey explains, “Compliance means using live text instead of embedding text in images, writing alt text that makes sense, and making sure colors pass contrast checks. It’s not glamorous, but it’s what ensures people can actually read the message.”
Trends that support accessibility
Our most recent Industry Expert Series article highlights several design approaches that naturally align with accessibility. Comfort-driven design, for example, uses soft visuals and clean layouts, creating messages that are easier to digest and less overwhelming. Glassmorphism, when applied carefully, brings focus to key elements without clutter, guiding readers toward the most important content. Hero imagery and bold typography make sure essential details stand out, even for readers quickly scanning.
These trends show that accessibility and great design don’t exist in conflict—they strengthen each other. When emails are both visually appealing and easy to interact with, they create stronger connections and better results.
Our approach
At Lunne, we see accessibility and design as inseparable. Our work in email strategy and design is about more than following trends—it’s about making sure that every message our clients send is delivered effectively, understood clearly, and aligned with brand goals. By staying ahead of shifts like dark mode and ADA compliance, we help clients reach more people, build trust, and improve engagement.
Let’s talk about your email strategy.
Designing high-quality, on-trend emails is only part of the story. Ensuring those emails are accessible across devices, platforms, and abilities is what sets brands apart. If you’re ready to make your email strategy more effective, compliant, and inclusive, Lunne is here to help.