At over a decade old, email marketing is all grown up now and pretty ordinary the way most companies use it. But five brands, including Amazon and Betty Crocker, show that you can still teach an old dog new tricks.

Here are some great ways you can improve your email campaigns:

• Create targeted email messages based on customer data.
• Incorporate customer-created content, like product reviews or tips, to increase audience engagement.
• Turn your non-marketing employees into celebrities by spotlighting their personalities and jobs.
• Add a touch of humor or humanity to broaden your appeal.
• Provide useful tips or other worthwhile information, even if it’s just indirectly related to your products or services.
• Get your audience members involved by running an interactive poll or having them submit questions or requests.