I like receiving meeting requests in my Outlook instead of a regular email that says something like: “how about we meet 2pm Friday at Trolls Restaurant”.
With the regular email I open it, switch to my calendar, check Friday, make a new event, switch back to the email, copy the relevant info, switch back to the event and paste, save the event, switch back to the email, hit Reply and type my response, hit Send. Lots of steps.
With the meeting request I simply view my calendar, make decision, click Accept. All done.
Now imagine advertising messages that I am genuinely interested in that involve dates and times e.g. a special tee time offer at my favourite golf course or a weekend special at the Whistler Fairmont Hotel. It’s much easier for me to view the offer in my calendar which is the place where I make scheduling decisions. I can act on the opportunity with only a few clicks. This is the type of service I would use enthusiastically.