CLICKACTION ANNOUNCES PRELIMINARY THIRD QUARTER 2001 RESULTS

Company Updates Financial Guidance, Projects EPS of $0.07 - $0.10 Per Share in 2002

PALO ALTO, Calif. (October 5, 2001) - ClickAction™, Inc. (Nasdaq: CLAC), a leading provider of email marketing automation products and services, announced today preliminary results for the third quarter ending September 30, 2001. Total revenue for the third quarter is expected to be in the range of $2.1 million to $2.4 million and the loss per share from continuing operations, excluding charges related to corporate restructuring and impairment, is expected to be in the range of ($0.19) to ($0.22). For the same quarter last year, the Company reported total revenue of $3.6 million and a loss per share from continuing operations of ($0.17). During the third quarter, the Company undertook and completed a significant corporate restructuring that will reduce amortization, facilities and payroll expenses resulting in a restructuring and impairment charge in the range of $4.2 million to $4.8 million.

"The combination of a weak economy, the recent tragic events and the normal seasonal softness has made this third quarter particularly challenging compared to the same quarter last year. However, we see improvement in strength and growth in our ASP business. Due to recent major customer wins, we expect overall fourth quarter revenue to increase significantly over that of third quarter and anticipate profitability in 2002," commented George Grant, ClickAction's president and CEO.

In addition, the Company is adjusting the expected revenue range for fourth quarter 2001 to $3.1 million to $3.4 million. The fourth quarter loss per share is expected to be in the range of ($0.03) to $0.00. For 2002, the Company projects EPS in the range of $0.07 to $0.10, and the Company believes it has adequate cash to reach profitability.

"ClickAction will continue to enhance its Email Marketing Automation (EMA) ASP product line during the fourth quarter by offering industry-first, value-added services to its existing 250 clients . Included in these new services are enhanced support for international outbound and inbound messaging, improved data integration, dynamic HTML content, event triggering and ROI reporting," concluded Grant.

ClickAction will report actual third quarter results on October 25, 2001 at 2 pm PT.

About ClickAction, Inc.
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
Some 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. For further information, refer to the risk factors included in the Company's Annual Report on Form 10-K for the year ended December 31, 2000 and the Company's Quarterly Report on Form 10-Q for the quarter ended June 30, 2001, each as filed with the Securities and Exchange Commission.