An exhaust gas treatment system for an internal combustion engine comprises a particulate filter assembly configured to receive exhaust gas from the engine. The particulate filter assembly comprises an electrically heated catalyst, a particulate filter disposed downstream of the electrically heated catalyst, a hydrocarbon injector, in fluid communication with the exhaust gas, upstream of the electrically heated catalyst and configured to inject excess hydrocarbon into the exhaust gas, an air pump in fluid communication with the exhaust gas upstream of the electrically heated catalyst and configured to deliver air to the exhaust gas to increase the volumetric gas flow rate through, and to decrease the heat residence time in, the particulate filter and a controller configured to operate the hydrocarbon injector, the electrically heated catalyst and the air pump based on predetermined exhaust gas flow rates, temperature thresholds and particulate loadings within the particulate filter.