Security Marketing: Contract Outreach Email Templates That Actually Work

Free Security Contracts Sales Email Templates

Security companies rely on cold email outreach strategies for marketing and making sales. Sure, the success rate isn’t always great, but unprompted emails to property managers are still one of the principal ways security companies land new contracts.

However, sending cold emails is getting more and more difficult. Spam filters are more sensitive than ever, and as a result many emails will never reach the intended recipient. In addition, leads are more wary of scammers and phishing than they were back in the day.

On average, a fraction of 1% of cold emails will be opened and read by recipients. For perspective, if 3-5% of your emails are getting opened, that’s a home run by most standards. Thankfully, sending cold emails that actually work isn’t a crapshoot — there’s a logic behind the most effective tactics.

But how exactly do you write cold emails that will convert? From subject line to signature, here are some proven strategies and templates to make the job easier for security salespeople:

#1 | The “Right Contact” Approach

Asking a lead if they’re the right point of contact is a proven cold email strategy that has been leveraged forever. Why? Because it works.

The “right contact” approach is valuable for targeting higher-ups who normally wouldn’t respond to a cold pitch from a salesperson. A “right contact” email creates a curiosity gap to drive clicks, and can lead to your request being delegated to a more appropriate contact.

Subject Line

Are you the right person?


Hello [prospect first name],

I’m writing in hopes of finding the person at [their company name] who handles the security service at [property name].

I also reached out to [colleague 1] and [colleague 2] to try and lock down the person in this position. If you’re the best person to chat with, let me know. I’d love to schedule some time to talk about [your company name].

We help organizations like [their company name] get more out of their security budget. We’ve worked with others in your industry including [company 1] and [company 2].

Please let me know if there is someone else I should connect with.


[Your name and position]

#2 | The "Problem-Focused" Approach

This approach is designed to catch the prospect’s attention by pinpointing a problem and offering your ideas for solving it.

For example, the email template below focuses on pain points felt by managers whose security provider is underperforming. The email talks about how a company could solve those problems (namely, by hiring you instead!).

Subject Line 

Managing security officers is rough. Let us help.


Hello [prospect first name],

Managing security officers is probably at the bottom of the list of things you want to spend time on.

You should be spending more time on renewing leases or filling vacancies and less time dealing with security officers, daily activity reports, and property walks.

[Your company name] helps property managers focus on what they do best while we:

- Conduct daily property walks to note and prevent any slip/trip/fall hazard
- Provide color-coded daily activity reports that help you focus on what matters most
- Compile monthly and quarterly summary reports that make meetings with your colleagues run smoothly

If you’re tired of fighting underperforming security officers and need some help, let’s schedule a time to chat.

What’s your calendar like next week?


[Your name and position]

#3 | The "Other Guy" Approach

Sometimes brutal honesty can get you in the door.

With this approach, you’re targeting property managers who are currently clients of your competitors. You want to establish yourself as the company they can turn to when their current security provider isn’t doing the job. Everything they can do, you can do better.

How do you get insider info on your competitors’ accounts? One of the best tactics is asking your officers. Chances are many of them have worked for competitors in the past, or have friends who work for them now. Make a competitor’s turnover problem your strength.

Subject Line

How’s [competitor company name] working for you?


Hello [prospect first name],

I understand that you may be using [competitor company name], and I was wondering what kind of results you’ve seen so far.

I’ve met a handful of companies using [competitor company name] who have had issues with officers not showing up, falsified reports, and officers falling asleep.

In fact, many of these companies have turned to [your company name] for assistance and seen a huge increase in value and productivity from their security budget.

I’ve got a bit of availability on Thursday and Friday this week if you have time for a quick call to discuss.  


[Your name and position]

If you’re still not getting the results you want from your cold emails, there are a few things you can do to supercharge your efforts:

  • Do more research. Quality beats quantity with this stuff, and the more you know about an account, the more likely they are to respond.
  • Add video. We use a tool called Vidyard GoVideo to upload short, personalized clips to our emails, and it has dramatically improved our success rate.
  • Try, try again. You might be giving up too early. Sometimes it takes five or ten well-researched, personalized messages to get someone’s attention.


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Johnny Page

Johnny is a Customer Success Enthusiast for Silvertrac Software who is passionate about business, technology, and (of course) our customers! Johnny spent time in the security industry in Business Development, Marketing, and Operations before joining the Silvertrac team.