For Immediate Release
January 25, 2001

CLICKACTION CLIENTS ANTICIPATING DRAMATIC RETURNS DURING VALENTINE’S DAY EMAIL CAMPAIGNS

Hershey’s Gifts Begins Valentine’s Day Email Marketing/E-Messaging Campaigns to Maintain Soaring Sales After Holiday Success

PALO ALTO, Calif. (January 25, 2001) – ClickAction™ Inc. (Nasdaq: CLAC), an industry leader in permission-based email marketing/e-messaging, announced that its clients are launching Valentine’s Day email campaigns in hopes of repeating the success they had this past holiday season. ClickAction clients experienced significant sales increases during the 2000 holiday season due to effective email marketing initiatives, despite the overall retail industry’s downward trend.

"Hershey’s Gifts, www.Hersheygifts.com, is planning three Valentine’s Day email campaigns during the next two weeks," said Carey Eisenhauer, internet marketing manager for Hershey’s. "ClickAction allows Hershey’s to send highly segmented, targeted and personalized emails to our subscribers, which are the ultimate vehicles for a successful email campaign."

During last years Valentine’s Day campaigns, e-tailers’ top three gift sellers were flowers, eGreeting cards and chocolate. An estimated 6.5 million Valentine orders were placed last year, yielding $642 million in sales.

"ClickAction’s clients experienced strong growth during the 2000 holiday season and are anticipating Valentine’s Day to prove the same," said Susan Andrews, vice president of account management for ClickAction. "As our clients, like Hershey’s Gifts, embark on this years Valentine’s email campaigns, they have realized the tremendous power of email marketing and are reinforcing their commitment to personalized relationship marketing via the Web. Moreover, ClickAction’s deep commitment to superior client service allows our clients to access best practices with every email sent in order to increase their ROI and maximize their customer lifetime value."

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.