For Immediate Release
January 22, 2001


CLICKACTION OFFERS THE INDUSTRY’S FIRST ADVANCED SEGMENTATION AND TARGETING CAPABILITIES FOR EMAIL MARKETING CLIENTS

Enhanced Capabilities Help Clients Maximize One-To-One Relationships and Customer Lifetime Value

PALO ALTO, Calif. (January 22, 2001) – ClickAction™ Inc. (Nasdaq: CLAC), an industry leader in permission-based email marketing/e-messaging, announced today the launch of ClickAction Email Relationship Management (ERM) 5.3, which will offer state-of-the-art, advanced segmentation and targeting capabilities to clients. These capabilities allow clients to even more effectively segment and target their subscribers on a one-to-one basis, reinforcing ClickAction’s commitment to providing the highest quality customer relationship management services in the industry.

The ClickAction ERM rules engine will enable clients to build stronger, highly personalized relationships with their customers by providing the latest tools to segment and target their database. These enhancements will serve as a more efficient means for clients to communicate with customers one-to-one, build trusting relationships and in turn, increase their ROI.

The ClickAction ERM rules engine allows ClickAction clients to easily perform advanced targeting through the user interface with Boolean operators on data contained within their Profile Database. The new enhancements to the ClickAction ERM rules engine include specialized field typing for all custom demographic fields within the Profile Database and exposes. Additionally subscriber information for advanced one-to-one targeting. The new features will allow for increased numeric and date range targeting, advanced segmenting capabilities on text fields as well as allowing clients to target individuals based upon how the subscriber responded to a previous email message.

"ClickAction is setting the standards for the email marketing and e-messaging industry today," said George Grant, senior vice president of marketing for ClickAction. "These advanced segmentation and targeting capabilities allow our clients to build the highest degree of personalized relationships with their customers and reinforces ClickAction’s deep commitment to building one-to-one relationships."

ClickAction ERM 5.3 will be available January 26, 2001.

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 t hat 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.