Overview
If you're building an email with custom HTML, you'll need to add your physical address and unsubscribe link manually — these aren't added automatically the way they are in the regular composer.
Required compliance tags
Add the following into your custom HTML code:
Unsubscribe link: an anchor tag pointing to the
UNSUBmerge tag, e.g.<a href="*|UNSUB|*">Unsubscribe</a>
Physical address: the
HTML:LIST_ADDRESS_HTMLmerge tag
Preferences link: an anchor tag pointing to the
UPDATE_PROFILEmerge tag — lets subscribers manage their email preferencesCompany name: the
LIST:COMPANYmerge tag — confirmed working, resolves to the store's name
These are confirmed to work in both custom HTML footers and full custom HTML emails — include the same tags at the bottom of your HTML email if you're not using the standard footer.
Personalization tags
To personalize your custom HTML, use Liquid-style tags rather than the older pipe-style format — this is the syntax confirmed to actually work when typed directly into a custom HTML block. For example, a subscriber's first name or email address can be inserted using double-curly-brace syntax, optionally with a fallback value if that data isn't available for a given subscriber (e.g. {{ first_name | fallback: 'there' }}).
See our guide on adding HTML blocks for the full list of supported personalization fields and syntax.