Does it have an adjustable thermostat? (The live feed wire connects to it)
First make sure you haven't got a short thermostat probe in an upright cylinder. Short probes are mainly for side fitting heaters, long ones are for top fitting heaters. If you have the right one-turn the adjustable rheostat (clockwise) up to 160F, but don't forget to turn the immersion switch off first. If that doesn't work get yourself a new thermostat probe.
Geoff down in Wales, January 2010