have a list of 100 people and send an email to them, they should make 1 sale.
Well, yes and no.
For one thing, conversion rates are based on averages and averages are not
steady over time.
You may have a 1% conversion for your product over the course of a year
but you may have one mailing that converts at 3% while another one
converts at a 0.5%. Not every mailing is going to be the same results.
Not every day is going to be the same results.
I track one campaign now for over 5 years, and my overall conversion
rates is one sale for every 45.54 clicks, which is a little better than 2%.
And yet, I have gone as many as 500 clicks for that campaign without
getting ONE sale. And then I have days where I get 3 sales in 50 clicks.
So please don't think that 1% means 1% everyday. It doesn't.