I would expect a slight glow in a much darkened room. Red hot suggests it is designed for a lower voltage than the UK voltage, what did it specify when you bought it? It doesn't need to glow red hot in an oven, but it would were it a grill.
Stopping glowing as it reaches the thermostat setting is normal.
Thanks for the reply Harry,
The replacing element is 2300W, which is apparently compatible with the oven. I will try again later on when back home but i would say it definitely matches the colour of the grill element when heating up.