For Immediate Release
January 11, 2001

CLICKACTION RETAIL CLIENTS EXPERIENCE A JOYOUS INCREASE IN HOLIDAY SALES

Key Retail Clients Experience Dramatic Returns From Email Marketing/E-Messaging Expenditures

PALO ALTO, Calif. (January 11, 2001) – ClickAction™ Inc. (Nasdaq: CLAC), an industry leader in permission-based email marketing/e-messaging, announced today that its email marketing retail clients experienced significant sales increases over the holiday season due to email marketing initiatives, despite the overall retail industry’s downward trend.

"Our company just completed the most effective email marketing campaign we have ever experienced. Not only were we able to drive a record amount of traffic to our site, but we also had a record amount of online sales," noted one senior marketing director and ClickAction client. "We selected ClickAction as an email marketing provider because they have leading-edge technology and expertise in retail and catalog email marketing and e-messaging."

"While the retail industry saw an overall decline in holiday sales, our email marketing clients in the retail industry saw strong growth this past holiday season, surpassing many of their competitors," said Joe Cortale, executive vice president of worldwide sales for ClickAction. "By delivering the information and sales opportunities their individual customers request, our clients are reinforcing their commitment to personalized marketing via the Web and are experiencing strong success in doing so. The world’s best retailers are beginning to see the tremendous power of personalized email marketing."

About ClickAction

ClickAction Inc. is a leading provider of email marketing/e-messaging services that help businesses retain and grow profitable, one-to-one customer relationships. ClickAction Email Relationship Management (ERM) is a comprehensive service that enables marketers to conduct targeted permission-based email campaigns, collect and profile customer data, and access real-time results in an entirely Web-hosted environment. The service easily integrates with legacy databases, advancing the real-time management of customer data across all channels. ClickAction has developed thousands of email campaigns for over 225 world class clients and partners including: Brooks Brothers, Nabisco, Adforce/CMGI, Sara Lee, Vicinity, Boise Cascade Office Products, and Dean and Deluca. ClickAction is a founding member of RECA, the Responsible Electronic Communication Alliance, and is a member of TRUSTe, an independent, non-profit organization whose mission is to build users' trust and confidence in the Internet. For more information, visit www.clickaction.com.

Forward Looking Statement

To the extent that any of the statements contained herein relating to the Company are forward-looking, such statements are based on current expectations that involve a number of uncertainties and risks. Such uncertainties and risks include, but are not limited to, the development of new products and services, the enhancement of existing products and services, the dependence on principal customers and partners, competitive pricing pressures, product volume and mix, timing of orders received, introduction of competitive products and services having technological and/or pricing advantages, and overall dynamics of the industry and consolidation. For further information, refer to the risk factors included in the Company's Annual Report on Form 10-KSB for the year ended December 31, 1999 and the Company's Quarterly Report on Form 10-Q for the quarter ended September 30, 2000, each as filed with the Securities and Exchange Commission.