The system your describing "sounds" easy but it is much more complex than you might think. The problem is financial risk -- while a successful gift card or gift certificate program can be VERY profitable, they are liabilities on your books because you are basically taking loans from your customers.
First of all, you need a secure server and by secure, I'm not just referring to an SSL certificate. Your server should be a dedicated server as shared servers are very hard to secure with confidence. You'll need a database hosted on another server again because of security. You'll need some sort of payment gateway to funnel the payments for these gift card or certificate purchases. All these are readily available or solvable; my point is that it is a larger project than simply creating a payment page and emailing out certificates.
A note about my experience: Shift4, the company that I work for, markets a product that was written to support both gift cards and e-certificates like you describe. We have thousands of gift cards being tracked and processed through the system. As of yet, we do not have anyone using the e-certificate capabilities. The biggest problem is that email is not secure and this adds several risks in and of itself: 1) anyone can intercept the certificate, 2) multiple copies of the certificate can be printed, 3) the certificate can be sent to the wrong address, etc. All these situations need to be considered when weighing the risks. While physical gift cards do not solve all the issues, but they significantly reduce some of the risks because they are harder to forge and they are physically shipped to an address.
Sorry for the bad news.. ;-(
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Steve Sommers ( blog)
Shift4 Corporation
Creators of $$$ ON THE NET(tm) Payment Processing Services
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