Dive summary: 

• Scrolling used to be considered a hindrance on websites, but social media sites have turned it into an enjoyable action. 
• Because of this shift in attitudes, emails can benefit from a visually appealing scrolling process. 
• The difference between the traditional email marketing notion that shorter is better is that in new scrolling situations, the content is visual; people are more likely to scroll through images than a large amount of text. 

From the article: 

"Here are three takeaways for applying this technique to email:

-More whitespace and images might be worth a test, even if it makes the email longer.
-The call to action doesn’t have to be “above the fold.” Many of the websites include a call to action at the end of all that scrolling.
-Look at what keeps your subscribers engaged. Are they more likely to click on your links if you have something fun that leads them down to your call to action?"