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What's the proper way to turn down offers when trying to narrow down open offers? I am now deciding between two firms and want to give all my other open offers a heads up that I am no longer considering them. Is email to recruiting and to my main contact okay or do I need to sack up and call the contact? Is just emailing recruiting not right? Would obviously prefer to do all over email to avoid awkwardness but don't want to burn any bridges. Thanks in advance.

They both work. I think I slightly preferred phone calls. If they ask where you're going it can be a little easier to brush it off during a conversation than it would be in writing if you're sure you don't want firm X but aren't sure yet if you're taking firm Y or Z.

Is calling just the recruiter ok?

Yes

The old wisdom used to be phone calls, pretty sure most people do e-mail now. You will absolutely not burn any bridges by turning down an SA offer by e-mail.