I'll just throw out some ideas for you! You might already have some of these so apologies if so lol.
Auction house for items and pets or alternatively, player-made shops
Rewards for daily login
Player-made clubs/guilds
HTML5/Flash games (earn money this way)
For improvements to current systems you have, I'd highly suggest revamping the trading system. Users also like being able to customize their profiles, so maybe enabling simple html and css on profiles.
Having contests and events is also a good way to keep players coming back. Writing contests, art contests, holiday events, etc!
Hope this helps. c:
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