The Evolution of On Line Greeting Cards
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by: al.sones
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With its now signature style of soothing nature illustrations and freeform poetry and prose, Blue Mountain Cards offers a wide and popular selection of greeting cards for any occasion. A large portion of the company business comes from its online Blue Mountain Cards greeting card products, which are delivered through electronic mail over the Internet.
Blue Mountain Cards was founded by Boulder, Colorado husband and wife team Stephen Schutz and Susan Polis Schutz as Blue Mountain Arts, originally as a vehicle for them to spend time together sharing their hobbies. Stephen and Susan combined their watercolor and poetry design into posters that appealed to the early 1970s hippie culture and convinced a local bookstore to carry the posters, which quickly sold out. Other stores soon began to carry their posters as well. The Schutzes then directed their attention to the development of Blue Mountain Cards greeting cards and introduced the blank all occasion greeting card for personal handwritten messages. They also changed the content of preprinted greeting cards from the then prevalent rigid and formalistic poetic style to the expressive freeform poetry that Susan favored. Their customer base grew along with their product line, which soon included calendars, stationery and gift books.
Blue Mountain Cards entered the Internet age when it launched its website offering free electronic greetings in 1996. Blue Mountain Cards electronic greeting cards were born from the Schutz family practice of communicating with their son, away at college, through email. Family birthday and holiday greetings were transmitted back and forth in this manner, and Blue Mountain Cards electronic greeting cards were born.
Blue Mountain Cards started with 35 basic birthday, graduation, thank you, and emotional support designs. The sender chose and personalized a design from the Blue Mountain Cards website, and an email notification was sent to the recipient, who then accessed the card through a pick up window on the website. What set the Blue Mountain Cards products apart from its competitors was that they were free of charge and capable of being edited to include a personal message from the sender.
Blue Mountain Cards has since expanded to include over a thousand different designs that cover every conceivable American holiday and those of other cultures and religions, with French and Spanish language accessibility. Blue Mountain Cards has since grown into one of the most visited sites on the World Wide Web, mainly through customer and recipient word of mouth.
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