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Another innovation credited to Blue Mountain Cards was the introduction of expressive freeform poetry and prose to preprinted cards. The product line eventually expanded to include calendars, stationery, and gift books, and their customer base grew. Blue Mountain Cards entered the Internet age in 1996 when it launched its website offering free electronic greeting cards. 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.