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Outdoor clothing and equipment retailer Field & Trek is ramping up its email marketing activity to push sales on its newly revamped Web site.

The high street chain, which has 11 stores in the UK, has appointed email marketing company Pure to help it drive more footfall online. Field & Trek is emailing existing and prospective customers offering special deals and discounts using the PureResponse platform.

“A significant portion of our sales come from online – it’s a huge part of our business,” said Lee Patmore, Web Marketing Manager at Field & Trek. “We used to handle email marketing campaigns in-house, but our Web site has just been revamped and we expect the number of consumers opting in to receive the e-newsletter to rise sharply.”

The outdoor specialist has improved navigation and enhanced search features on its Web site, fieldandtrek.com. The company has been trading online since 2001, and a high proportion of traditional mail order send-outs that result in orders being placed directly translate into Internet sales.

“Field & Trek’s customer base and product range are growing on a daily basis, so sheer volume meant they needed a robust and user-friendly email marketing platform to cope with campaign pushes,” said Darren Fell, founder of Pure. “Pure’s system also gives them the level of reporting they need to effectively evaluate campaigns.”