CLICKACTION LAUNCHES UPDATED CLICKACTION EMA TO MEET THE COMPLEX NEEDS OF TODAY'S MARKETERS

ClickAction Email Marketing Automation Provides Marketers With Built-In Dynamic Content and Message Deployment Automation

PALO ALTO, Calif. (February 20, 2002) - ClickAction™, Inc. (Nasdaq: CLAC), a leading provider of email marketing automation solutions, announced today that they have released its ClickAction Email Marketing Automation (EMA) 6.1.1 service. ClickAction EMA provides marketers with an integrated solution to develop, deliver and track highly personalized and relevant retention and acquisition campaigns.

New capabilities include dynamic content messaging, a specialized feature that allows companies to deliver personalized content based on the recipients profile data. Dynamic messages are automatically created by the EMA application for each recipient by evaluating business rules that match subscriber profile characteristics to specific pieces of content. For multi-channel retail companies, this feature allows them to design a single message, which when delivered, will contain product information personalized specifically for the recipient.

ClickAction EMA now includes the ability to pre-schedule the deployment of an email message based on customer behavior or data stored in a customer profile. Using ClickAction EMA, marketers can automate the process of sending timely messages and sequencing email messages based on the behavior of their customers. This capability relieves the need to constantly monitor customer behavior while helping to efficiently communicate to customers with relevant and time appropriate content.

"Our new ClickAction EMA 6.1.1 capabilities provide tremendous benefit to our clients and strengthens our position as a leading email marketing solutions provider," said Mark Elpers, senior vice president of marketing for ClickAction. "ClickAction EMA, coupled with the collaborative support of our ClickAction Client Service Team, optimizes and simplifies the entire online customer lifecycle, from acquisition to retention to customer analysis."

ClickAction EMA users will also have the ability to control the flow and delivery of their messages. These deployment options allow our clients to select the exact number of messages they want deployed from a message segment or define messages to evenly spread deployment over several days. This is a significant feature for publishers as well as media and entertainment properties that have sophisticated list management requirements such as the need to meter outbound messages over multiple days to control advertising inventory.

"As a ClickAction client, ITworld.com was able to provide input into the ClickAction EMA 6.1.1 release and help develop features that ITworld desired, including email frequency management capabilities," said Ann Roskey, vice president of marketing at ITworld.com. "ClickAction EMA has allowed ITworld.com to effectively manage our email marketing campaigns, develop a solid, one-to-one relationship with our customers and consistently improve our overall ROI."

About ClickAction
ClickAction, Inc. is a leading provider of email marketing automation products and services. ClickAction Email Marketing Automation (EMA) helps marketers design, deploy and manage personalized email campaigns that maximize the lifetime value of each customer. ClickAction EMA saves time, generates revenues and reduces costs by providing a highly scalable outbound and inbound messaging, one-to-one publication, powerful rule-based segmentation, real-time tracking and detailed reporting, all integrated in a Web-based solution. 100% Java-based, ClickAction EMA is built for easy deployment and integration with industry-leading third party applications. ClickAction EMA products and services range from fully hosted ASP applications to licensable, enterprise-class software. ClickAction products have a proven track record of success in a variety of industries including retail, catalog, brand and publishing. In addition to ClickAction EMA, the company offers interactive, campaign, acquisition and rich media services. ClickAction 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 on ClickAction products and services, visit www.clickaction.com
or call 1-800-473-3141.

Forward Looking Statements
Most of the statements included in this press release are "forward-looking statements." These forward-looking statements include, but are not limited to, statements about our plans, projections, expectations and intentions, and other statements that are not historical facts. When used in this press release, the words "anticipates," "believes," "projects," "expects," "intends," "will" and "may" or the negative of these terms or similar expressions are generally intended to identify forward-looking statements. 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, timing of orders received, introduction of competitive products and services having technological and/or pricing advantages, the overall dynamics of the industry, including the extent of industry consolidation, and general economic conditions. In addition, the financial projections included in this press release were developed by management of the Company. Although management believes that the assumptions utilized by it in developing such projections are reasonable, projections are necessarily speculative. Unanticipated events and circumstances are likely to occur. Actual results realized during any future period are likely to vary from the projections and the variations may be material and adverse. Such projections are presented as of the date of this press release and are subject to change without notice. For further information, refer to the risk factors included in the Company's Annual Report on Form 10-K, as amended, for the year ended December 31, 2000 and the Company's Quarterly Report on Form 10-Q for the quarter ended September 30, 2001, each as filed with the Securities and Exchange Commission.