"Main to one side", I don't quite understand. Are you connecting one lead to the black supply terminal and the other to one side of the heater and then to the other?
Check that on the supply terminal block you are getting 240 v, black to red terminals. If this is so, and based on what you just described it indicated that the relay contact that connects the Black AC side to the heater element, isn't closing, to complete the circuit to the heater element. One end of the heater, left side, is made live as soon as the power is applied to the circuit board, but the other sides connection is not completed to black AC until the heat LED is on steady.
I will wait for your reply, but so far it looks like a relay fault, in which case the circuit board gets replaced. The fact you get the temperature up to 95 degrees, is due to heat provided by the pump.
Dieter