For Immediate Release
November 20, 2000

BESTFOODS, ONE OF THE NATIONS’ LARGEST FOOD CORPORATIONS, SELECTS CLICKACTION TO PROVIDE EMAIL MARKETING SERVICES

Bestfoods to Begin Email Marketing Campaigns in More Than 100 Countries

PALO ALTO, Calif. (November 20, 2000) – Today, ClickAction™ Inc. (Nasdaq: CLAC) announced that Bestfoods, one of the largest international food corporations, will develop and implement an email marketing strategy utilizing ClickAction’s Email Relationship Management (ERM) services. Bestfoods will begin email marketing for all their name brand products internationally in more than 100 countries.

Bestfoods develops and markets consumer brands including Hellmann’s®, Skippy®, Boboli® and Mazola®. The Company also produces Entenmanns’s® baked goods and Thomas’® English muffins, making it the largest fresh premium baker in the United States. Using ClickAction ERM, Bestfoods will respond to the increasing demand by customers for a direct, personalized relationship via email. Bestfoods will leverage the ClickAction ERM technology in all brand groups to create, segment and deliver relevant email campaigns to opt-in customers.

"Bestfoods has been searching for an effective way to connect with our customers. ClickAction ERM provides us with the technology to increase our customer communication while at the same time provides us with user friendly technology to establish that contact," said Nancy Sakalosky director of consumer communications for Bestfoods. "For customers that want to learn more about healthy cooking, we can now provide them with simple, healthy recipes and articles on good nutrition in a cost-effective, simple manner."

"We are honored that Bestfoods has selected ClickAction to provide their email marketing needs for all their world class brands," said Joe Cortale, executive vice president of worldwide sales for ClickAction. "Our service will allow Bestfoods to provide solution-based and product usage information that their customers are asking for."

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.