For Immediate Release
October 17, 2000

CLICKACTION INTRODUCES INTEGRATED E-MARKETING, ANALYSIS AND MESSAGING APPLICATION (eCRM 6.0)

ClickAction eCRM 6.0 Offers One-to-One Closed-Loop E-Marketing Solutions to Build "Results-Based" Customer Relationships

PALO ALTO, Calif. (October 17, 2000) – ClickAction™ Inc. (Nasdaq: CLAC), a leader in permission-based email marketing/e-messaging, today introduces ClickAction eCRM 6.0 at the DMA 83rd Annual Conference in New Orleans. ClickAction eCRM 6.0 is an integrated e-marketing, analysis and messaging application that simplifies, manages and makes measurable the process of connecting one-to-one with customers via email, personalized Web sites, mobile devices and other direct media.

ClickAction eCRM 6.0 integrates data from varied information sources such as Web sites, e-commerce systems, data repositories, ERP and third party data providers. An advanced analytics reporting dashboard provides real-time information including campaign analytics, forecasting and performance measurement including ROI analysis. This 360-degree view of the customer allows companies to respond personally and proactively with relevant information, offers, newsletters, alerts and messages whenever and wherever the customer chooses to receive them.

ClickAction clients and partners will also be able to utilize ClickPlansSM, a marketing automation tool designed to plan, create and execute highly personalized campaigns to increase overall consistency, improve program results and reduce errors. Integrated one-to-one campaign planning, analysis, message management, tracking, and customer lifetime behavior reporting for email, onsite browsing, purchasing and other direct media channels.

"ClickAction eCRM 6.0 provides an advanced closed loop marketing solution for our clients and partners," said George Grant, senior vice president of marketing for ClickAction. "This application also works with a wide range of other enterprise software and assures that your marketing solutions grow with your needs and budget."

ClickAction eCRM 6.0 features an open J2EE framework for rapid net-based deployment, easy integration and flexible interoperability with leading Java eBusiness platforms.

ClickAction eCRM 6.0 will be available as both a ClickAction hosted ASP and in-house Enterprise solution. A client or partner can try the ASP version of ClickAction eCRM 6.0, then easily migrate to the Enterprise version as their needs change. ClickAction eCRM 6.0 will be available to clients and partners in Q1 2001.

About ClickAction

ClickAction Inc. (Nasdaq: CLAC) 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.

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Forward Looking Statements

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 June 30, 2000, each as filed with the Securities and Exchange Commission.