For Immediate Release
November 13, 2000

CLICKACTION LAUNCHES VIRAL MARKETING TECHNOLOGY POWERED BY PERSONAL NETWORKING FUNCTIONALITY

New ClickForward Service Allows ClickAction Clients and Partners to Harness the Power of Viral Email

PALO ALTO, Calif. (November 13, 2000) – ClickAction™ Inc. (Nasdaq: CLAC), a leader in permission-based email marketing/e-messaging, today announced that they will offer ClickForwardSM, an advanced viral marketing technology, to clients and partners. ClickForward will provide a viral marketing tool for online businesses looking to increase their subscriber base.

ClickAction will seamlessly integrate the ClickForward viral marketing service into ClickAction’s Email Relationship Management (ERM) service, allowing customers to generate word-of-mouth referrals to family, friends and co-workers. With each requested email that a customer receives, a link to a forward form is included. This form allows customers to fill in a personal message and the email addresses of their family and friends. The benefits of viral marketing are tremendous. Not only is it a faster, cheaper way for companies to expand their customer base online, it is not perceived as marketing by its recipients because messages come addressed from people you know and trust.

ClickForward is now available to ClickAction clients and partners and will give them the ability to use word-of-mouth marketing in their e-marketing campaigns. Clients and partners are also able to receive real-time data detailing the results of their campaign. According to Forrester Research, 57 percent of consumers reported that word-of-mouth compels them to visit Web sites.

"We are very pleased to introduce yet another industry leading service component which will allow us to offer viral marketing technology to our 225 world class clients and partners," said Joe Cortale, executive vice president of worldwide sales at ClickAction. "This technology allows marketers to extend their reach to potential customers they may not have been able to contact before using ClickForward."

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.